The Challenge

Ason had three major tradeshows that required product brochures and booth graphics. One brochure used a single page trifold design, while the other brochure used a multipage stepped tab design that organised the bags into their respective categories. The booth graphics needed to be eye-catching enough to attract customers to the booth, while serving as a supportive backdrop for the new Ason and Cuulah bag ranges. While some motifs could be repeated from the 2025 tradeshows, new motifs were required to debut Ason's Own Lifestyle Brand, Cuulah. The Canton Fair Phase 3 tradeshow required certain booth exterior graphics to be printed onto sheer fabric that would be backlit. All design assets needed to follow strict print guidelines and specifications, while meeting a tight deadline.

The Solution

We made sure to clarify all print specifications so that our design files were set up accordingly. All assets were designed in Figma and submitted for feedback and approval before creating the final print files in Adobe InDesign. Correct colour profiles, bleed and crop marks were applied.

We used the brand fonts for all headings, labels and body copy. The Ason brand accent colours were applied to each bag category (Outdoor, Sport, Fashion and Travel). The 2025 motifs were carried through to the 2026 designs for continuity.

The Cuulah logo was refreshed by boldening the wordmark and shifting the icon colours to have a warmer undertone that evokes a retro beachside feeling. The Cuulah branding was paired with high resolution lifestyle photography of professional surfer and Cuulah 2026 Brand Ambassador, Adin Masencamp. The aim of the messaging was to evoke the energy, freedom, performance and authenticity that defines the Cuulah lifestyle.

We made sure to size our text suitably for the size of the final print collateral.

The Design Showcase

Ason Bags tradeshow booth posters at Canton Fair Phase 3 showcasing their Own Lifestyle Brand, Cuulah